Charity Advertisements That Have African Children Entices Certain Emotions and Affect One's Cognition in a Positive and Negative Way

Charity Advertisements That Have African Children Entices Certain Emotions and Affect One's Cognition in a Positive and Negative Way

Introduction

The main purpose of this paper is to make an analysis on the affect of charity advertisements that have African children. The paper is a reflection of the ways through which the charity advertisements that have African children entices certain emotions and affect one's cognition in a positive and negative way. The charity advertisement including the African children triggers the emotions of guilt. Apart from the emotion of guilt the charity advertisements also have the positive and negative consequences. 1) The positive consequence entails increasing Canadians realization of how privileged they are which leads to a boost in self-esteem and reinforces the pride of being Canadian. 2) The negative consequences consists of reinforcement of the dichotomy of “them” and “us” which further widens the distortion of what the real lives of African children are like. Thus, this paper is the reflection of these positive and negative consequences.

Discussion

The charity advertisements consist of the photographs of the people in order to increase the sympathy of the people. The main purpose of the charity advertisements is to gain people's sympathy. For this purpose, the charity advertisements cover those people who are malnourished having the sad emotions. Thus, the charity firms make use of different emotions and the sad faces in order to gain the attraction of people. The main purpose of the charity advertisements of to gain people's sympathy (Connolly, 2010). This is the reason why the advertisers use the malnourished people. The charity organization uses the pictures showing the sad faces in order to attract people's sympathy so that they can give the funds to the charity organizations. Same is the case with Canada. In Canada the rate of charities is increasing with the passage of time. Different charities are emerging for the purpose of providing the solutions and benefits. Thus, in order to gain the people's attention and raise funds the main source is advertisements. The charities are using the advertisements for the purpose of raising funds from the people. Thus in these advertisements, charities are using the African children because of the increased poverty in Africa. Africa, with an estimated population of 900 million distributed in 54 different states is the poorest area in the world. The World Bank, 34 of the 48 countries with lower standards of living in the world belong to this continent and its poverty lines have deteriorated over the past 25 years (Connolly, 2010).

Today, the African situation is dramatic. More than 300 million people live on less than a dollar a day, 30 million children under 5 are malnourished and 43% of the population has no access to drinking water. The World Bank reports that between 1981 and 2001 the poor doubled from 164 to just over 300 million people, and in countries like Burundi and Ethiopia, income per ...